Effective Software Delivery for Telecom Senthilkumar Samidurai Enterprise

Effective Software Delivery for Telecom Senthilkumar Samidurai Enterprise Architecture Lead, Rational Software IBM India/ SA

Smarter Telecom addresses three key issues • IBM Telecom Frameworks: Bridging the gap between business & IT • Data Management for Telecom ENABLING NEW BUSINESS MODELS • Networks: Fault and Performance Management DIFFERENTIATE • Effective Software Delivery for Telecom THE CUSTOMER EXPERIENCE • Access the information you need anytime, anywhere IMPROVE OPERATIONAL EFFICIENCIES • Optimizing Business Processes using Filenet BPM • Customer Churn & Insight for Telecommunications • Dynamic Business Process Management for CSPs

Today’s Business Challenges Economic Issues Widening Field of Competitors § Core product (Voice) is being commoditized § Cost / complexity of new services § New market entrants from other industries § Convergence Is spawning “Telemedia” Industry Monitor AND manage services end user experience quality Defend Market Share and Grow New Revenues § Quickly / cost effectively roll out new products § Move to lower-cost IP networks while maintaining service quality, brand image and profitability Subscriber Expectations § Demand for multimedia, services and content § Quick to abandon underperforming services

CEO Business Model Question What are my differentiating capabilities and new growth platforms ? The communications service provider operating model can be described by its major components which can in turn be selected to drive strategic differentiation and growth: Having made major investments in next-generation network and IT systems, now create new revenue streams by rapidly delivering innovative new products, offering an enhanced user experience

Points of pain seen across the Communications Industry “ 34% of software projects are deemed successful costing $300 B annually” 30% of project costs are due to rework and poor execution of requirements” “ 50% of outsourced projects are expected to under perform” “ 49% of budgets suffer overruns and 62% fail to meet their scheduled” Growing focus on business outcomes Product Ideation → Product Concept → Product Launch → Profitable Operations takes too long, costs too much and lacks sufficient quality

A maturing approach to managing software delivery Modernize Enterprise Assets Transform Information Technology Differentiate Products Business Value Efficiency Control Productivity through automation Individual Global effectiveness and collaboration Predictable governance and asset utilization Software investment management aligned with business and operational priorities Optimizing software “supply chains” Team Organization Business

Invest across the spectrum of improvement to manage risks and optimize business outcomes Improve Automation ECONOMIC IMPACTS Improve Process Increase Flexibility & Investment Value Cost to Implement: Very predictable Predictable Some culture change Much culture change Productivity: Timeframe = Days Timeframe = Weeks Timeframe = Months Timeframe = Years Organization Business <5% Business Value Improve Collaboration 5 -25% 5%-10% 15 -35% 10%-35% 25 -100% 25%-50% 2 x – 10 x Efficiency Control Individual Implementation costs are person per year Team

Enabled by the Rational Software Delivery Platform & Ecosystem Modernize Enterprise Assets Business Planning & Alignment Transform Information Technology Deliver Smarter Products Product & Project Management Collaborative Lifecycle Management Design & Development Compliance & Security

Orchestrated in a workflow to dramatically improve the process of software delivery

IBM is a leader in the industry’s foremost standards body, the Tele. Management Forum (TMF) The Tele. Management Forum (TM Forum) provides leadership, strategic guidance, and practical solutions to improve the management and operation of information and communications services. Its standards are being adopted by the UN body, the International Telecommunications Union (ITU). The TMF work products include the e. TOM (enhanced Telecom Operations Map), SID (Shared Information Model), and TAM (Telecom Application Map) IBM plays a leading role in the TMF at all levels: • Elected to TMF Board of Directors • Elected to TMF Advisory Council • Leadership, membership, and authors in variety of working groups, including service quality management, e. TOM, TMF Benchmarking, TAM, SID • Spearheaded new Business Metrics Framework, recently launched at TMW Orlando • Participation in multiple Catalyst projects – multi-company demonstrations of TMF concepts • Strong presence at major Tele. Management World Events in Nice and Orlando. 10 TMForum website

NGOSS Solution from IBM The OSS products are designed to support a defined set of e. TOM business processes The OSS products utilize SID concepts appropriate to the e. TOM process domains that they are designed to support e. TOM SID IBM NGOSS Solution TNA The SOA add-on in SA can support TNA and simplifies NGOSS component integration TAM Clearly defined mapping of the OSS products to the TAM applications assists clients in selecting the appropriate product to support their business.

IBM Unified Service Creation Environment Product mapping for SPDE 3. 0 Service Innovation and Service Creation Service Concept & Definition Rational Focal Point Rational Requirements Composer IBM Mashup Center Web. Sphere Business Modeler e. TOM support Service Design Service Development Service Testing Rational System Architect Rational Application Developer Rational Performance Tester Rational Software Architect Web. Sphere Integration Developer Rational Rhapsody Rational Functional Tester Info. Sphere Data Architect Lotus Expeditor Toolkit NGOSS (e. TOM, SID, TAM), IMS, SIP, Parlay X and GSMA One. API modeling Smarter Product Delivery Lifecycle Management Customer Extensions IMS, SIP, Parlay X, GSMA One. API, Voice XML, JAIN, J 2 x. E, Net, smartphones Rational Service Tester for SOA Quality Rational App. Scan Service Deployment Rational Build Forge Tivoli Composite Application Manager Tivoli Netcool / Maximo Rational Purify. Plus SIP, Parlay X, GSMA One. API testing IMS and legacy service management Rational Method Composer with RUP for 3 G/4 G Apps , Rational Quality Manager, Rational Project Conductor, Rational Clear. Case/Clear. Quest, Rational Team Concert, Rational Requisite. Pro/DOORS, Rational Insight, Rational Asset Manager Open technology & community innovation (e. g. Jazz, Eclipse) Vendor Tooling extensions

Selected Success Stories Communications Industry Summary Strategic Initiative Software Development Discipline Time to market Change and Release Management Improved time to market by 50 percent Achieved estimated savings of US$2 million per year Customer Satisfaction Process and Automated Software Quality Increased customer satisfaction levels, enabling the company to win a key contracts and process improvements Reduce IT Costs Process, Requirements & Change Management Decrease development cost and time-tomarket. Provide enhanced risk management for 3 rd party development Optimize BSS Development Process & Portfolio Management Compliance Governance and Risk Management Customer Solution Value Reduced time and effort to submit, track and make changes to customer service applications by 60 percent Development increased by 25%, able to meet government regulations within 15 days

Globe Telecom Gaining tactical agility with smarter promotions The Need: Globe Telecom, the number two provider of mobile communications services in the Philippines, realized that it needed to reach a new level of agility in the creation and management of promotional service offerings, if the company was to thrive in its intensely competitive market. The Solution: IBM and Nokia Siemens Networks designed and built a SOA-based service creation and delivery platform that enables Globe to rapidly and costeffectively create service offerings from reusable service components. Hundreds of simultaneous targeted promotions, enabled by the integration of customer intelligence, behavior segmentation, profit simulation and promotion execution drive revenue improvement and are delivered through an integrated and automated solution. What Makes it Smarter: § Leveraging information gathered from handsets, Globe is able to identify the optimal service promotion for each customer—and the best time to deliver it. § Expected one-year payback period and more than 95% reduction in time and cost of developing new promotions § 600% increase in promotion effectiveness “We can react very quickly to promotional opportunities when they arise. Just as important, we can detect in near real time whether the mechanics of our promotion are working—and if they’re not, we can change them almost instantly. ” — Mario Domingo, Head of Product Design and Creation, Globe Telecom Solution components: § IBM® Service Provider Delivery Environment (SPDE) Framework § IBM Web. Sphere® § IBM Tivoli® § IBM Rational®

Change and Release Management TTI Telecom Reducing cost and accelerating development with IBM Rational® Clear. Case® software • Improved efficiencies in build and release management • Accelerated global development in a 24× 7 environment • Improved time to market by 50 percent • Achieved estimated savings of US$2 million per year “IBM Rational Clear. Case helps us optimize two of our most important resources—time and employee productivity. ” _________________ Arieh Shalem, director of corporate quality management, TTI Telecom

Change and release management Verizon Business Improving software development governance, quality and customer satisfaction with the IBM Rational® Software Delivery Platform • Established a proven, repeatable development methodology based on the IBM Rational Unified Process® methodology • Used components of the IBM Rational Software Delivery Platform to create automated functional and regression tests • Reduced costs by more than US$75, 000 on a single project • Increased customer satisfaction levels, enabling the company to win a key contract extension “By providing our development teams with a common platform from which to analyze, design, develop and test, IBM Rational solutions have created opportunities to improve the quality of our software as well as our organization. ” _________________ Douglas Cook, senior quality assurance specialist, Verizon Business

Anhui Mobile Accelerating software development and configuration management with IBM Rational solutions Business challenge: To stay competitive, Anhui Mobile must strengthen its core business by continually developing new features and services to meet customer demand. Solution: Anhui Mobile standardizes on IBM® Rational® Synergy and IBM Rational Change applications for change and configuration management to achieve greater efficiency and quality. Benefits § § § Centralized software development for better efficiency Version control to ensure accuracy Baseline management for better visibility Better report statistics Improved team communication and collaboration “We chose Rational Synergy and Rational Change because they give Anhui Mobile a powerful software development platform with the robust functionality we need. ” Anhui Mobile Communication Company Limited